At a press event in Denver today, Vail Resorts CEO Rob Katz announced improvements to the EpicMix program. Expanding on its social networking app that allows registered users to track and share their ski-day stats from any of Vail Resort’s mountains, the next iteration of EpicMix includes EpicPhoto.

“We want to make a change in how people experience the mountains,” said Katz. “Our mission is to give people the experience of a lifetime.” Katz went on to say that, more than vertical feet or number of runs skied in a day or week or season, people use photos to capture their experiences when they take ski vacations. “Photo sharing is the fastest-growing aspect of social media,” he added, “because the anticipation and reflection are as much a part of a ski trip as the vacation itself.”

To that end, the new EpicPhoto feature allows users to instantly upload photos of their vacation from their smartphones to their EpicMix accounts, which they can link to Facebook and Twitter. In addition, resort photographers can take and share images instantly by scanning EpicMix users’ passes and sending the photos directly to the users’ accounts.